Good points. As a digital marketing intermediary, I would expect their margins to be quite high, although it is frustrating to not hear any facts confirming such.
That being said, when working with digital ad tech, cost of goods sold usually ends up being pretty close to zero. Where that scale to cover overhead exists is a concern, but I think the fact that there is a 'magic' scale number where overhead is covered exists is important. 10 dispensaries? 20? 100? 1000?
Will they have the cash, the balls, and the market acceptance to move it to this point? Hope so.
